Luce Line Brewing
I lead marketing strategy and execution for Luce Line Brewing, overseeing everything from digital campaigns to in-taproom experiences. My role includes managing the website, email marketing, social media, paid advertising, and on-site signage to ensure a consistent and engaging brand presence. I develop and implement campaigns that drive event attendance, increase repeat visits, and strengthen customer loyalty, while collaborating with leadership to translate big-picture ideas into clear, actionable marketing plans.
Marketing Strategy & Campaign Development
I lead the planning and execution of marketing initiatives that drive awareness, attendance, and repeat visits. This includes translating high-level business goals into clear, actionable campaigns that can be executed across multiple channels. I develop seasonal strategies, event promotion plans, and product-focused campaigns, ensuring each initiative is aligned with brand positioning and business priorities.
My work has helped improve event consistency and turnout by creating more structured, tiered promotion plans, while also introducing clearer campaign focus across channels. By prioritizing high-impact initiatives and aligning messaging, I’ve helped shift marketing efforts toward repeat engagement rather than one-time reach.
Digital Marketing & Growth Channels
I manage and optimize all primary digital touchpoints, using them to drive measurable business outcomes. This includes overseeing the website as a central hub for events, beer releases, and private bookings, as well as developing email campaigns that consistently outperform industry benchmarks.
I plan and execute paid advertising across platforms like Meta and Google, focusing on targeted reach and conversion rather than vanity metrics. Through improved audience targeting and campaign structure, digital efforts have become more efficient at driving event attendance, website traffic, and customer return visits. Email continues to serve as one of the highest-performing channels for engagement and repeat behavior.
Content & Brand Execution
I develop and execute content that reflects the personality of the brand while supporting specific marketing goals. This includes managing social media strategy, creating photo and video content, and building campaign narratives that connect with our audience. I ensure consistency in voice and visual identity across all platforms, while also adapting content to fit the context of each channel.
Much of the content is rooted in real experiences—events, customers, and everyday moments in the taproom—turning them into stories that drive engagement and reinforce brand identity.
Taproom Marketing & Customer Experience
I extend marketing beyond digital channels into the physical taproom experience. This includes developing signage strategies that highlight key messages, events, and promotions at the point of purchase, as well as aligning staff communication with current marketing priorities.
By simplifying and focusing in-taproom messaging, I’ve helped improve awareness of events, new offerings, and promotions among existing customers. Connecting the in-person experience with digital follow-up—through email and social—has strengthened the overall customer journey and contributed to increased repeat visits and deeper customer loyalty.